Facebook usually rules the social media game but when you’re talking about TV, Twitter has it wrapped up. Every night, people sit down in front of the TV with their smartphones and tablets in hand and they send out Tweet after Tweet about their favorite shows. A lot of the Tweets come from second-screen apps such as Viggle and GetGlue, some from series or network specific apps and others are prompted by hashtags and overlays on the show itself.
Some TV shows, like Dancing with the Stars, include real-time Tweets from viewers in their broadcast. Others shows have stars “live Tweeting” during an episode in order to engage viewers and people are responding by the millions. It really is a social media marketing phenomena. So, it makes perfect sense for the king of TV ratings to partner with the king of social TV on a new system of measurement.